本文關(guān)鍵詞： 小區(qū)金融 戰(zhàn)略?xún)r(jià)值 分析型CRM模型 市場(chǎng)潛力 SWOT分析　出處：《天津大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在國(guó)內(nèi)利率市場(chǎng)化加速推進(jìn)的大背景下,傳統(tǒng)的中國(guó)銀行業(yè)不僅要面對(duì)外資銀行的競(jìng)爭(zhēng)壓力,還要防范近年來(lái)互聯(lián)網(wǎng)金融異軍突起對(duì)存款流失造成的不利影響。競(jìng)爭(zhēng)的加劇逼迫中國(guó)銀行業(yè)必須做出改變,在這浩蕩銀行大軍中,民生銀行素來(lái)以快速適應(yīng)市場(chǎng)而聞名,她審時(shí)度勢(shì)迅速采取小區(qū)金融戰(zhàn)略,從源頭端牢牢把握客戶(hù),占領(lǐng)市場(chǎng),爭(zhēng)取在這新一輪的較量中取得成績(jī)。本文介紹了美國(guó)社區(qū)銀行的發(fā)展歷程和可借鑒之處,展現(xiàn)了富國(guó)銀行不同之處。隨后闡述了民生銀行在發(fā)展小區(qū)金融上所做出的努力和如今取得的成就,并運(yùn)用SWOT分析戰(zhàn)略對(duì)民生銀行小區(qū)金融進(jìn)行詳盡分析,據(jù)此提出相應(yīng)的建議。本文使用兩種定量的分析指標(biāo)來(lái)評(píng)估小區(qū)金融對(duì)民生銀行的戰(zhàn)略?xún)r(jià)值,根據(jù)抽樣數(shù)據(jù)和年報(bào)數(shù)據(jù)測(cè)算了小區(qū)金融對(duì)民生銀行整體ROE和ROA的貢獻(xiàn);此外,在分析客戶(hù)價(jià)值方面使用分析型CRM模型,尋找小區(qū)金融目標(biāo)價(jià)值客戶(hù),從而能夠?qū)ο嚓P(guān)群體提供配套服務(wù)。除此之外,本研究還分別從國(guó)家法律法規(guī)、小區(qū)金融的市場(chǎng)環(huán)境、民生銀行的配套產(chǎn)品和服務(wù)、競(jìng)爭(zhēng)者分析和客戶(hù)行為選擇這五大維度討論民生銀行發(fā)展小區(qū)金融的潛力,全方位分析民生銀行小區(qū)金融潛在市場(chǎng)。通過(guò)詳盡的分析,明確了民生銀行發(fā)展小區(qū)金融業(yè)務(wù)的長(zhǎng)處和不足、今后發(fā)展方向以及重點(diǎn)所在,小區(qū)金融從現(xiàn)實(shí)和未來(lái)上來(lái)說(shuō)都對(duì)銀行發(fā)展有著很大的價(jià)值,民生銀行在小區(qū)金融上還有許多潛力沒(méi)有開(kāi)發(fā),未來(lái)可以作為另外一個(gè)藍(lán)海市場(chǎng)來(lái)開(kāi)發(fā)。本文結(jié)合上述分析和發(fā)達(dá)國(guó)家發(fā)展社區(qū)銀行的先進(jìn)經(jīng)驗(yàn),對(duì)民生銀行發(fā)展小區(qū)金融戰(zhàn)略提出了五點(diǎn)建議,希望民生銀行能夠根據(jù)自身實(shí)際情況,采取相應(yīng)措施,積極推進(jìn)小區(qū)金融的發(fā)展,做到為銀行創(chuàng)造財(cái)富的同時(shí)還能惠國(guó)惠民。本文展現(xiàn)了民生銀行小區(qū)金融發(fā)展的現(xiàn)實(shí)狀況,選取了民生銀行具有代表性的蘇州分行典型小區(qū)金融便利店案例和數(shù)據(jù),采用理論分析和定量分析相結(jié)合的方法分析了民生銀行小區(qū)金融的現(xiàn)實(shí)和潛在價(jià)值,闡述了民生銀行小區(qū)金融的潛在市場(chǎng),認(rèn)為民生銀行推進(jìn)小區(qū)金融戰(zhàn)略對(duì)其未來(lái)發(fā)展具有重要意義。并結(jié)合民生銀行實(shí)際發(fā)展情況,提出幾點(diǎn)建議,以期促進(jìn)民生銀行小區(qū)金融更加繁榮發(fā)展,推動(dòng)我國(guó)社區(qū)銀行發(fā)展。
[Abstract]:Under the background of the acceleration of domestic interest rate marketization, the traditional Chinese banks not only have to face the competition pressure from foreign banks. It is also necessary to guard against the adverse effects of the sudden emergence of Internet finance on the loss of deposits in recent years. The intensification of competition has forced the Chinese banking industry to make changes in this vast army of banks. Minsheng Bank has long been known for its rapid adaptation to the market, she quickly adopted a small financial strategy, from the source firmly grasp customers, occupy the market. This paper introduces the development course of American community bank and the points that can be used for reference. Show the differences between Wells Fargo and then explain Minsheng Bank's efforts in the development of community finance and the achievements made today. Based on the detailed analysis of Minsheng Bank's district finance by using SWOT analysis strategy, this paper uses two quantitative analysis indicators to evaluate the strategic value of residential finance to Minsheng Bank. According to the sampling data and annual report data, the contribution of district finance to Minsheng Bank's overall ROE and ROA is calculated. In addition, in the analysis of customer value, the use of analytical CRM model to find community financial target value customers, so as to provide supporting services to the relevant groups. This study also discusses the potential of Minsheng Bank to develop district finance from the five dimensions of national laws and regulations, the market environment of residential finance, the supporting products and services of Minsheng Bank, competitor analysis and customer behavior selection. Through the detailed analysis, it makes clear the strengths and shortcomings of Minsheng Bank to develop the district financial business, the future development direction and the key point. Community finance is of great value to the development of banks both in reality and in the future. Minsheng Bank still has a lot of potential untapped in community finance. In the future, it can be developed as another blue sea market. Based on the above analysis and the advanced experience of developing community banks in developed countries, this paper puts forward five suggestions for Minsheng Bank to develop district finance strategy. I hope Minsheng Bank can take corresponding measures according to its own actual situation to actively promote the development of district finance. To create wealth for the banks at the same time can benefit the people. This paper shows the real situation of the financial development of Minsheng Bank. Select the representative of Minsheng Bank Suzhou Branch of the typical district of financial convenience store cases and data, using theoretical analysis and quantitative analysis of the method of combining the real and potential value of Minsheng Bank district finance. This paper expounds the potential market of Minsheng Bank's district finance, thinks that Minsheng Bank's promotion of district finance strategy is of great significance to its future development, and puts forward some suggestions combined with the actual development situation of Minsheng Bank. In order to promote the Minsheng Bank District Finance more prosperous development, promote the development of our community banks.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.33

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